A recent German market survey describes the beer coaster as one of the consumers’ favorite forms of advertising. Survey participants classified beer coaster ads as entertaining, eye-catching, appealing and non-intrusive. More than 50% would take a coaster home with them – and they’re a lot more useful than a soggy cocktail napkin. Their durability is what makes coasters a viable advertising format.
The direct marketing situation is ideal. Your customers come across a beer coaster in their free time in a relaxed atmosphere where their attention will be drawn to the coaster on the table. With your website address prominently advertised, the message is immediate. Integrating creative ideas such as contests, merchandise sales and the promise of details on your website will prompt the customer to visit the site and extend the temporal attachment to the advertising medium.
Contests are an interactive way of attracting attention to your coaster and on to your website. Along with your logo and company name, ‘Win A Pub Crawl In New York’ is sure to get attention! Add an arrow or ‘turn over coaster to learn how’ and use the flip side to ask the customer to visit your website for details.
Remember, beer coasters may not be potable but they’re portable. Not many customers take home a beer bottle with its label, set it in front of their computer and log-on; but they will take home a beer coaster!